Words by: Stephanie Chioma
Photo by: Stephanie Chioma Odokpa-Davis
Since Rihanna has launched her “Fenty” brand, it has been a crowd pleaser. From the trendsetting shoes and clothes, everyone is definitely “loving the Fenty”. If you were able to get your hands on them, you are lucky because it usually sells out in MINUTES!
However, when RiRi launched Fenty Beauty, things were a little different. Where there was exclusivity with the clothing and shoes, it was completely nonexistent with the beauty line. On her very first launch, Rihanna released 40 Pro Filt’r Soft Matte Longwear Foundation shades. There were shades for literally everyone, with different undertones, from red, to yellow and even blue! She even created a shade for albino beauties, which is something that is unheard of in the beauty world.
“Fenty Beauty is next level”, says Tiras Hardy. “In a world where celebrities come out with subpar beauty brands, Rihanna has stolen the show.”
Not only did she release 40 high quality shades, her darker shades were the first ones to sell out completely! It has been a myth in the beauty community that African- Americans don’t buy foundation; but in reality, there are not many shades offered.
“I have finally found a shade that matches my skin complexion perfectly,” says Triale Thomas, which is in the deepest shade 490. “Most of my foundations are usually too red for me and I usually have to do extra work with them to make them look nice, but not this foundation. It is my perfect undertone and it cuts my make-up time in half now.”
This news sent other make-up brands into a frenzy. Since then, brands like Bare Minerals and TooFaced Cosmetics have been trying to step up to the plate by promoting ads with African-American women on it and promoting inclusiveness.
“I remember needing to buy foundation and just knew that I would have to spend close to $50 for a foundation because the more affordable brands didn’t carry my shade. This foundation is only $34, which is actually pretty reasonable for an African-American with deeper skin,” said Alainnah White.
Though it took for a celebrity that does not have a background in make-up whatsoever to come and shake up the beauty world, I am happy it was a black woman and I am also happy that other brands, like IT Cosmetics are taking notice and expanding their shade range.